Aacsb analytic blooms understand difficulty 2 medium

This preview shows page 41 - 44 out of 97 pages.

AACSB: Analytic Blooms: Understand Difficulty: 2 Medium
Image of page 41

Subscribe to view the full document.

Learning Objective: 08-04 Articulate the difference among targeting strategies: undifferentiated; differentiated; concentrated; or micromarketing. Topic: Select Target Market Multiple Choice Questions 16. (p. 158) Sally is in the new marketing department of a midsized lawn and garden company. She is working on the first marketing plan the firm has ever used. She has defined the mission and objectives, and she just finished a situation analysis for the firm. The next step is to: A. develop an advertising plan promote the upcoming sale B. find marketing interns or hire new staff to help with impl C. create pro forma financial statements to complete the p D. identify and evaluate opportunities by conducting segm analysis. E. use the Internet, catalogs, and vendor information to dr The third step of the strategic marketing planning process, following defining the mission and objectives and conducting a situation analysis, is the STP process. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-01 Identify the five steps in the segmentation; targeting; and positioning process. Topic: The Segmentation, Targeting, and Positioning Process 17. (p. 158) Segmentation, targeting and positioning: A. are terms that can b interchangeably in marketing plans. B. are part of a firm's marketing strategy. C. should be done simultaneously so synergies can help s D. are part of the marketing plan but bear little direct relatio E. all of these. The third step of the strategic marketing planning process, following defining the mission and objectives and conducting a situation analysis, is the STP process. Segmentation, targeting, and positioning are not interchangeable concepts--they are three separate steps of the process, and are
Image of page 42
not executed simultaneously. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-01 Identify the five steps in the segmentation; targeting; and positioning process. Topic: The Segmentation, Targeting, and Positioning Process 18. (p. 159) Alex has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Alex has identified __________ that respond similarly to his marketing efforts. A. mass customization consumers B. geographic segments C. market segments D. self-concept customers E. geodemographic segments Commercial and residential real estate buyers are two different market segments--groups of customers with similar wants and needs--that Alex can target by designing a marketing mix for each. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-01 Identify the five steps in the segmentation; targeting; and positioning process. Topic: The Segmentation, Targeting, and Positioning Process 19.
Image of page 43

Subscribe to view the full document.

Image of page 44
You've reached the end of this preview.
  • Fall '12
  • Chris
  • Marketing, printing company

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern